What REALLY Happened To COACH?

What happens when a once-revered luxury brand tumbles into obscurity, dismissed as outdated and overexposed? Coach, the American icon known for its timeless leather craftsmanship, once reigned supreme in the world of accessible luxury. But by the 2010s, the brand had become a shadow of its former self—its signature bags relegated to outlet malls and its prestige mocked as “mall fashion.”

For a while, it seemed like Coach was done for. The sparkle was gone, the bags were everywhere, and nobody cared. But then—almost out of nowhere—things started to shift.

The brand, once written off as irrelevant, was creeping back into the spotlight. A Tabby bag here, a TikTok trend there. Suddenly, Coach wasn’t just surviving—it was thriving.

So how did they manage to turn things around? What pushed Coach from being forgotten to back on top? To figure that out, we need to rewind and look at how it all fell apart in the first place.

What REALLY Happened To COACH?

#fashion #coach #fashionhistory #luxury #documentary

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